DoorDash – Evergreen
Working directly with DoorDash Modern Logic was tasked with creating 21 unique 30s that was extrapolated to include over 300 deliverables covering all 5 of DoorDash’s verticals. Beauty, Grocery, Restaurant, Pets and Alcohol.
RGB6 out of Sweden provided us with live action plates of the iconic red DoorDash bag sitting on a number of beautifully art directed doorsteps. We orchestrated the timing of the camera move with the action of the talent in scene. Having to dramatically refine shots to ensure the whole story was told as intended. In edit we found the perfect timing for all of the VO, in camera actions, dynamic 3d tracked elements, supers and end pages. The VO wasn’t recorded until the end of the project so we needed to be able to stay flexible as scripts would change up until the 11th hour.
CG Products & Simulations
The heaviest lift was the 21 unique 3d clouds of products that DoorDash can deliver. From dynamic CG wine simulations to photo real meals on plates. With over 100 products that change week by week our team of CG artists worked between Houdini and C4d to lock down the tone, timing and look of the products. We even made custom product labels with nods to the one of the clients mothers as a heartwarming Easter egg.
Workflow & VFX Pipeline
Over the course of 3 months a team spread from Los Angeles to Barcelona work day and night shifts to ensure a delivery up to the Modern Logic standard. The hand off to composting wouldn’t be a simple as a traditional pipeline. With the scripts, VO, edit and products changing the need to be able to or back and forth from CG to composite led to a two way VFX pipeline. Our team that included multiple technical directors, designers, animators, Houdini artists, nuke and AE compers and editors moved seamlessly from delivery to finishing.
Cross-Platform Adaptability
A two phase delivery meant there was time to learn from the process and dial in efficiencies that could speed up the process and allow for an unprecedented flexibility in regard to internal and external changes. Pushing hard for a collaborative campaign that works on TV, streaming, social and now as the base of an AI series of advertisements that are custom to the consumer watching in real time.
Credits
Directed and Produced by Modern Logic
Creative Director: Timothy Williams
Executive Producer: Jake Hibler
Producer: Annie Chen
Lead Designer: Anton Raduchits
VFX: Matt Johnson
CG Designers: Abraham Torna, Alejandro Robledo, Vitaliy Yakin, Hernan Lindenbaum, Izik Roitman, Aaron Knapp, Olive Welsh, Tom Allain, Michael Johnson, David Weinstock, Pedro Murteira
Edit: Andrew Henry, Lin Wilde
Production: Aspekt
Service Company: OPC
Producers: Nicole Powell, Hayley Brown
Directors: RGB6
Photographer: Steph Martyniuk
DP: Michael Gioulakis
Art: Zosia Mackenzie, Taylor Gilbert